The first glimpse of the Duchess of Sussex's new venture was teased on social media with a photo of a jar of strawberry jam.
To maintain a sense of mystery, the new American Riviera Orchard brand of jam seems to have spread among friends and influencers.
Fashion designer Tracy Robbins posted a photo of Jam on Instagram.
It is numbered “17/50'', suggesting the number of people who received the first fruits of this new business.
The launch of Meghan Markle's new California-based lifestyle brand was announced on social media last month, suggesting it would sell food.
This year, Duchess Meghan and her husband Prince Harry's brand and business appear to have undergone something of a relaunch, starting with a complete overhaul of their website, which now looks imposing under the “sussex.com'' label.
Their latest project appears to be a departure from their previous focus on working royals, such as the Netflix film Harry & Meghan and Prince Harry's memoir Spare.
Meghan Markle's hint about American Riviera Orchard's strawberry jam seems to fit in with the couple's latest Netflix plans.
Meghan is set to launch a Netflix show that will “celebrate the joys of cooking, gardening, entertaining and friendship.”
Prince Harry is set to take part in another Netflix project showcasing the inside track of the world of polo. It's not a mint, it's an equestrian sport.
Delfina Blaquier, who is married to Prince Harry's polo player friend Nacho Figueras, also posted a photo of her new jam, labeling it “10/50”.
American Riviera Orchard's social media trajectory evokes a sense of the couple's hometown in California. And this soft launch of the jam shows a photo of a jar in a sunny basket of lemons.
It's unclear how much the new lifestyle brand's items will cost.
That said, there are already plenty of other royals stuck in the jam. If you visit the Royal Palace gift shop, you can buy Buckingham Palace's Strawberry Preserve for £3.95 and Windsor Castle's Fine Cut Seville Orange Marmalade for his £3.95.
On both sides of the Atlantic, they seem to be saving money.
